Mohair South Africa Rebrand

Mohair South Africa was perceived as a dated, unfashionable brand that was more concerned with the process behind the production of the fibre, than the end products produced with it. We needed to shift perceptions and make Mohair a fashionable, product-focused, consumer brand.

We created a simple, sophisticated, flexible identity system, inspired by the intrinsic qualities of the fibre and the beauty of its home. We based the colour palette on the unique Karoo landscape and, using a fashion-inspired approach to seasonal changes, split the colours over the seasons. A bright palette is used over the summer season while a neutral one is used over fall. A repeat pattern was created from the logo mark, to represent the texture of a mohair garment, and applied to the stationery elements as a knitted sleeve.